In a move aimed at reinvigorating support for independent optometry in Australia, an evolved Optipro programme has been relaunched. The initiative comes at a time when independent optometry practices face increasing pressure from corporate chains. It promises to offer comprehensive business support services and foster a community of like-minded professionals in the optical industry.
Michael Nasser, Director of Optipro, unveiled the revamped program at a recent industry roadshow.
“Optipro is a network that’s been around since 2000,” Mr Nasser told the audience of eye care professionals. “But what’s happening now is radically different. And we’re really excited about the future because we’ve identified this opportunity to support independent optometry.”
Mr Nasser said the new offering aims to empower practitioners beyond just supplying lenses and frames. “I understand that successful business in the optical space is not just lenses… There’s a whole other stratosphere of issues that you’ve got to deal with as an independent business owner, and that’s a little bit of what Optipro speaks to.”
Key Features
The evolved Optipro offering includes:
1. Optipro Connect: A free membership tier that provides access to supply discounts, extended warranties, education programmes, and marketing support.
2. Optipro Plus: A paid service that includes all the benefits of Connect, plus dedicated business coaching tailored to the optical industry.
3. Profit-sharing model: Unlike traditional buying groups, Mr Nasser said the plan is to provide “the environment and the atmosphere” for growth by helping practices get more value from what they’re doing, increase profitability, and leverage their niche in the market. “We obviously need money to survive. We need money to grow. We need money to invest and so we can create new services and new offerings, but ultimately the intention of Optipro is not to make money, we want members to share in the success.”
4. Comprehensive business support: The programme offers assistance in areas such as marketing, recruitment, product supply, business coaching, and succession planning.
5. Community building: Optipro aims to create a network of independent practitioners who can share ideas and experiences. “I think community is critical,” Mr Nasser said. “Being an independent practice owner, one of the biggest points of differences that you have is your involvement with the community.”
6. Accessibility: The programme is open to all optical store owners, not just optometrists. “You don’t just have to be an optometrist… You just need to be an optical store owner,” he clarified.
7. Innovation and excellence: Optipro will focus on promoting technological advancements and best practises in patient care.
Optipro Plus
One of the standout features of the new offering is the Optipro Plus tier, which provides access to specialised business coaching. Mr Nasser said members would receive specific optical-related coaching from people with industry experience. “If you were to go out and engage a business coach, a general business coach, I don’t know what you’d be spending. It’d be in the thousands, if not tens of thousands,” he observed.
Additional services being developed include an Australian optometry benchmarking report, website design and development, a recruitment agency focussed on finding optical dispensers, and access to human resource support and workplace relations advisory services.
Creating Partnerships
Mr Nasser said the goal for Optipro was to become a true partner in making independent optometry practices successful. “We are really trying to build here a vehicle that can be a true partner to you with regards to making your store successful and as successful as can be,” he said. “And depending on what stage of the business you’re at, whether it’s succession planning or whether it’s trying to find staff, or whether it’s about implementing process, policies, and procedures, we understand that challenge.”
